Unmask

Unmask is a conceptual fundraising campaign for The Dax Centre that explores how creativity and storytelling can break down stigma around mental health. Responding to the ongoing tension between visibility and engagement, the project addresses how mental health struggles are often hidden, while traditional fundraising can feel distant and transactional. Unmask reframes this by inviting individuals to safely express what is usually concealed, transforming mental health from something to hide into something to share, understand, and connect through. A bold and expressive visual system brings this idea to life, using high-contrast colour, striking imagery, and masks as a central metaphor for both concealment and revelation. The campaign extends into a masquerade fundraising event, where the act of “unmasking” becomes a shared, immersive experience through art, storytelling, and participation. Featuring an art auction and works by artists with lived experience, Unmask positions fundraising as both an emotional and cultural experience demonstrating how design can foster empathy, connection, and meaningful engagement.